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Bordeaux Wines: an Archetypal Terroir Cluster? Marie-Claude Bélis-Bergouignan*

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Bordeaux Wines: an Archetypal Terroir Cluster? Marie-Claude Bélis-Bergouignan* The Open Geography Journal, 2011, 4, 73-90 73 Open Access Bordeaux Wines: An Archetypal Terroir Cluster? Marie-Claude Bélis-Bergouignan* Research Group on Theoretical and Applied Economics, Université Montesquieu, Bordeaux IV, Avenue Léon Duguit, 33608 Pessac Cedex, France Abstract: The object of the present article is to use the example of the cluster concerning Bordeaux wines to show that the opposition between the porterian brand cluster and the terroir based cluster is simplistic. We intend to reveal how the Bordeaux wine cluster, reputed for being the archetypal terroir based cluster, derives from each dimension. First, if this cluster was historically built around a strong territorial identity, this is not the only definition of the traditional Bordeaux model. Second, during the nineties, this model was subject to a lot of internal and external tension, linked in particular to its difficulties to face shifts in the international wine market. Considerable transformations have already been taken on: they combine the reassertion of the reference to terroir with the renewed dimensions of innovation and competitiveness. Keywords: Bordeaux wines, châteaux, cluster, competitiveness, terroir. 1. INTRODUCTION World wines and the barely resistible rise in New World wines in a context of globalization [6] has provoked intense Those who are even only remotely involved in local interest from both researchers and policy makers [2]. This industrial developments must, today, be aware of the cluster context has marked the opportunity for distinguishing concept. Porter [1, p. 78] defines a cluster as a form of between porterian vine-growing and wine-producing organization whose competitiveness is based on the clusters, oriented towards innovation and competitiveness, existence of close relations between actors linked by and terroir vine-growing and wine-producing clusters. common or complementary objectives, rooted in a given Hence the dissociation between the traditional model, based territory. Aylward [2, p. 248-249] particularly underlined the on the Old World producers’ terroir, and the model said to universality of the concept. It is, first of all, a privileged be "technological", based on New World producers’ variety representation of the territory, expressing both the of vine. As the terroir model has its weaknesses, Old World spontaneous modes for implementing the economic activity producers, particularly French producers, should be and the competitiveness of the places where it has been built. revitalized through the inspiration they can find in the New Secondly, it can be a public policy strategy aiming to World’s best practices. improve the economic and competitive performance of a given economic and territorial area. The object of the present article is to use the example of the cluster concerning Bordeaux wines to show that the The universality of the concept collides with the opposition between the porterian cluster and the terroir diversity, observed in the territories, and which refers to the based cluster is simplistic and artificial. Thus, we rely on the multiplicity of sector-based specializations, as well as to the idea that the specificity of agrofood clusters do not lie in the specificity of both the production’s local dynamics and the intrinsic nature of the terroir but, rather, in the specific interactions between the players, who make up the territory. articulation of their territorial and socio-economic Hence the importance for procedures focusing on the dimensions. In fact, we will reveal here how the Bordeaux analysis of the territorial dynamics as observed in specific wines cluster, reputed for being the archetypal terroir based clusters, such as the Californian wine cluster, which has been cluster, derives from an articulation of these dimensions. used as a privileged example in Porterian analysis [1]. First, if this cluster was historically built around a strong The dependence of vine-growing and wine-producing territorial identity, this is not its only definition. The clusters on its territorial resource has traditionally been traditional Bordeaux model, as it was defined in the emphasized as wine companies have always emerged in seventies, and which can, in some respects, be qualified as proximity to grape-growing regions [3]. This dependence has archaïc [7], has developed immensely. During the nineties, it been formulated in terms of “site specificity”, according was subject to a lot of internal and external tension, linked in Marshall’s theory [4]. These wine clusters have been particular to its difficulties to face shifts in the international analysed, notably by Porter [1-3], in terms of geographic wine market. Considerable transformations have already proximity effects [5]. Subsequently, the crisis affecting Old been taken on: they combine the reassertion of the reference to terroir with the renewed dimensions of innovation and competitiveness. Beyond its empirical aspects, the Bordeaux *Address correspondence to this author at the Research Group on Theoretical wines case study aims to provide a contribution to the cluster and Applied Economics, Université Montesquieu, Bordeaux IV, Avenue theory by showing that the agroclusters’ territorial dimension Léon Duguit, 33608 Pessac Cedex, France; Tel: +(33) 5 56 84 85 53; +(33) 5 56 84 86 47; E-mails: [email protected], is not limited to geographic proximity or to “natural” [email protected] characteristics. The specific articulation of terroir to the cluster’s organization and strategy contributes to the 1874-9232/11 2011 Bentham Open 74 The Open Geography Journal, 2011, Volume 4 Marie-Claude Bélis-Bergouignan comprehension of the coevolutive nature of the cluster’s The following elements offer contextual insight into the dynamics. identity of the vine-growing and wine-producing area concerning Bordeaux wines. They comment on some of the The present paper is structured as follows. Section 2 data compiled in Table 1. Vine-growing and wine-producing deals with the empirical and contextual dimensions of the research, introducing the features of the Bordeaux wines activities confined to a given territory, Gironde a South-West French department, can be considered to be in character with region. Section 3 focuses on the theoretical cluster the first dimension of a cluster, i.e. the geographical framework, emphasizing its main analytical dimensions and proximity, as stressed by Boschma [5], and exhibited in the drawing some evidence from the contribution of this following map of the cluster. Indeed, this territory is framework to the analysis of wine clusters, focusing characterized by the colocation of an extended group of vine specifically on the territorial dimension. The following two sections analyze the dimensions of the Bordeaux wine farms, so that eight out of ten farmers cultivate the vines, whose land covers nearly half the Gironde agricultural area, cluster in the light of the principles exhibited in Section 3. i.e. nearly 120 000 ha. In addition, the area is highly Section 4 focuses on the cluster’s key players’ structured specialized: wine businesses, which are localized in the same interactions, which may or may not be marketable, and on area and involve specific skills, benefit from a common the transformations which they recently incurred. Section 5 regulatory framework and a prominent insertion in leading is devoted to the territorial dimensions concerning the regulations by which this cluster is determined, at varying trade flows. These elements, which we have detailed below, reinforce the hypothesis that Bordeaux wines may be subject spatial scales. Finally, Section 6 is devoted to a reflection to a representation in terms of cluster. upon the future of the Bordeaux wine cluster; an issue of strategic governance trying to evolve, according to Mytelka First, agricultural areas dedicated to producing wine are and Farinelli [8], from a spontaneous cluster, whose strictly confined by the regulations of the designation, regulation results mostly from the willingness of actors, to an the “Appellation d’Origine Contrôlée” (AOC). The AOC organized cluster, characterized by a common organized defines the area of production (geographical boundaries development strategy. clarified by “appellation”) and selects the proportion of grape varieties which authorizes planting varieties expected 2. EMPIRICAL AND CONTEXTUAL DIMENSIONS to guarantee the type of wine produced and prohibits others. OF THE RESEARCH It also defines the minimum required percentage of alcohol, Information gathered for this research was obtained as well as the maximum yield, going hand in hand with through different channels. First, the paper draws on an in- cultural practices in line with planting density and the depth survey of literature dealing with the French wine vineyard’s methods of working. In 30 years Gironde’s AOC industry, and particularly, that of Bordeaux. This literature area has increased by 81% and the average AOC yield per ha includes the following two sources. Firstly, books dealing has increased by 53% while annual allocations of planting with the analysis of the Bordeaux wine model from an rights have resulted in the conversion from mixed farming economic and historical [7-9] perspective, but also French operations, including secondarily cultivated vines, to reports dealing with the crisis and issues concerning the monoculture vineyard activities4. Nowadays, vine-growing Bordeaux wine cluster [10]. The paper also draws on
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